Cleaning brand beats out Netflix at being the most culturally fluent brand in US

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 14, 2021, 6:05 PM UTC

Dove, Oreo and National Geographic produced the most culturally fluent ad creatives.

A Collage Group study of 500 brands and 200 ads have revealed that Lysol is the most Culturally Fluent brand. Netflix, YouTube, Google, Amazon and Band-Aid rank among the other brands that follow Lysol. When it comes to Culturally Fluent ad creatives, Dove tops the list, followed by National Geographics, Oreo and Campbell. 

Dove’s “All Hair is Beautiful” and Oreo’s “Stay Home, Stay Playful” campaigns claimed the top two spots, respectively, for being the most Culturally Fluent. Rankings to analyse how culturally fluent brands are significant, particularly when the American population is more racially and ethnically diverse than ever. 

According to new US Census data, the multiracial population in the US increased by 276% over the previous decade, from 9 million in 2010 to 33.8 million in 2020.

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